Busy Australians are still finding time for breakfast, Roy Morgan Research

Busy Australians are still finding the time to eat breakfast says the latest data released by Roy Morgan Research.

According to Roy Morgan, 4.5 million Australians 14 years and older say they “seldom have time for breakfast”, but 24 per cent of this group still find time for a bowl of cereal at least once a week.

Approximately 13 per cent of this busy population also find time for a bowl of porridge at least once a week.

Interestingly, only 10 per cent of Australians who say they do not have time for breakfast turn to ‘breakfast drinks’ like up ‘Up & Go’.

What we have for breakfast: population average vs ‘I seldom have time for breakfast’

Source:Roy Morgan Single Source (Australia), July 2015-June 2016.

Norman Morris, Industry Communications Director at Roy Morgan Research, said given the popularity of cereal and porridge, it appears many Australians are consuming ‘breakfast drinks’ at non-breakfast times, as protein or energy drinks for example.

“And in fact, while people who consume breakfast drinks are markedly more likely than the average Australian to report that ‘I seldom have time to have breakfast’, they’re even more likely to agree that ‘I sometimes buy drinks that boost my energy’,” Morris said.

“They also show an elevated tendency to ‘look for drinks with added ingredients that are good for my body’,” he stated.